Effects of Satellite Television on Youth in Addis Ababa: A Comparative Study Between Heavy and Light Viewers
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Date
2011-06
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Addis Ababa University
Abstract
This study investigates the “effect of satellite television on the life patterns of youth in
Addis Ababa” through survey using Questionnaire and Qualitative individual in-depth
interview as a tool of data collection. It targeted 77 youth viewing satellite television
aged 15-29 years. The study recorded the respondent’s consumption patterns, level of
viewing, preferred channels and programs. It crossed checked the above factors with
the level of viewing.
The major hypothesis studied was “the greater the exposure to satellite television the
greater the impact on the lives of youth.” The sub-hypothesis included ‘heavy viewing
has greater effect on their activities, family and social interaction patterns and
cultural practices. And they are more influenced by the television characters
especially depicting western youth than the light viewers. And it is proved by applying
chi-square test that there a significant association between level of viewing and level
of effect.
The general findings revealed that heavy viewing affected persona activities of the
youth like studying, newspaper and book reading, going to local cinema, the meals
serving schedule, their interaction with family, friends, neighbors and relatives it also
affects the youth style and appearance and heavy viewers show greater change on
their cultural practices. The study also identified a few areas for future researchers
and made recommendations towards their improvement.
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Heavy and Light